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Full Funnel MSP Marketing Methodology: Episode 3 Transcript
In the third episode of our Full Funnel MSP Marketing series, Dave, Bryony and Josh move into the awareness stage of the funnel. Once you know who your audience is and what drives them, the next step is getting in front of them again and again. They cover the tactics that make up a strong MSP marketing awareness campaign, why repetition matters more than any single message, and how to measure whether awareness is actually being built. If you missed it, catch up on Episode 2 here.
In this episode:
- The content and channels that make up an MSP marketing awareness campaign
- Why direct mail still earns a place alongside email, ads and PPC
- How to track and measure awareness, and turn it into intent
From audience to awareness in your MSP marketing
Dave (Founder & MD, Wingman): Once we understand our audience, their pains and what drives them, we need to run campaigns that actually build awareness. What does that look like in practice?
What goes into an MSP marketing awareness campaign?
Bryony (CMO, Wingman): Every campaign is slightly different, depending on the audience we’ve picked and the message we want to land. As a general rule, though, you need compelling content, both written pieces and video.
There’s almost always an email element too, so you’re getting into people’s inboxes directly.
Why direct mail still works for MSPs
Bryony: On that direct approach, believe it or not, you might still use direct mail, as in post. You might send a postcard or some lumpy mail, something more exciting than a single sheet of paper. When everyone’s inbox is full, something physical on the desk stands out.
Bringing in ads, sponsored content and PPC
Bryony: The campaign then carries across into adverts and sponsored content. It might tie in with the PPC you already run to get your website found, but now you’re sending people to a specific campaign page.
There’s a whole host of tactics, and we want to hit as many of them as possible.
Why repetition matters in MSP marketing
Bryony: This goes back to what we said earlier in the series. Different channels resonate with different people, and getting seen over and over again is really important. The only way to do that is to create all the content and use it across every channel your audience is on.
How to track awareness from your MSP marketing campaigns
Josh (Channel Manager, Wingman): The nice thing about most of those digital tactics is that they generate data. It’s harder with the postal piece, but they surface outcomes you can track.
That goes right down to unique phone numbers, so you know where an enquiry has come from. You can put unique tracking links on email, social and ads, and even give a direct mail piece its own URL. That lets you spot the people who keep coming back and see the awareness being built.
What does awareness actually look like?
Josh: You asked earlier what awareness actually looks like and how we measure it. It’s one thing to reach out to 1,000 businesses. It’s another to say 150 of those 1,000 have actually engaged with something.
That engagement means your message has landed, hopefully with the right people in those target businesses. They now have some awareness of your MSP and the stories you’re telling.
Turning awareness into intent
Dave: And that’s the point. Awareness isn’t a single action. It’s a continuous journey of serving a different flavour of your message on an ongoing basis. Keep it up and repeat it, and you start to turn awareness into intent.
MSP marketing awareness FAQs
What channels should an MSP use to build awareness?
As many as your audience uses. A strong MSP marketing awareness campaign combines written and video content, email, direct mail, ads or sponsored content, and PPC, all pointing to a dedicated campaign page.
Does direct mail still work in MSP marketing?
Yes. A postcard or piece of lumpy mail stands out in a way email often can’t, and a unique URL lets you track who responds.
How do MSPs measure awareness?
Track engagement, not just reach. Unique phone numbers, tracking links and campaign URLs show how many target businesses have actually engaged, for example 150 out of the 1,000 contacted.
How does awareness turn into intent?
Through repetition. Serving a different flavour of your message on an ongoing basis keeps your MSP front of mind until prospects are ready to act.
Next in the series, we’ll look at what happens once that awareness turns into intent. In the meantime, if you’d like help planning your own awareness campaigns, book a free MSP Marketing Pre-Flight Brief with the team.
